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“For Those V/ho Learn How to Use It”
160,000 Trade Paper Advertisers
TRADE papers are a product of the last 75 >eais
and so it is to be expected that their remarkable
growth has not been recognized by everyone, let how many advertising men, who are supposed to keep in touch with the most effective methods of marketing are familiar with the strength of the trade paper as an advertising medium? Dress Essentials reminds us that ‘ ‘ in the entire country we have less than 10,000 so-called national advertisers. M ould it astonish you to learn that there were in 1915 160,000 advertisers in trade and technical papers 1 How many more there are now we do not know. . ■ ■
“ Bear in mind that these thousands of advertisers are using papers with five and ten thousand circulations. There may be some who have allowed the glamor of big general circulations to blind them to the concentrated buying power of the average business paper reader.
‘ ‘ A certain business paper lias completed an investigation of the financial ratings of their subscribers as given by R. G. Dun & Co. The average was found to be $297,668.
“ The buying power of the readers is what counts , not the number of them. . . ■ The thousands of
advertisers in business papers are there for one reason only — they get results.
“ Even poor copy, and there is some of it, brings results, because of the brute power of the mediums and the lack of waste circulation. . . . If your prob
loin is one of retail distribution, talk directly to the retail merchants in their own language, about their own business, in their own papers. . . .
“ The average business paper is regarded almost with affection by its regular readers. They read it even when they have not time for other kinds of reading. ’
“ It concerns their bread and butter, and the thing which occupies their minds during most of their waking hours.
“ The advertising commands as much attention as the editorial contents. Frequently it is read first and most closely. Everything from coyer to cover concerns the business of the reader, the biggest thing in his life. There is nothing to distract or divert his interest. What a wonderful advertising medium for those who learn how to use it ! ' ’
Indtistrial Digest Jan. 7 issue